(September 4, 2017) PLANO, Texas — The all-new Toyota Camry is here with a new look and a hot new marketing campaign that’s set to tap into drivers’ emotions and the sensations they will feel when driving the vehicle. Toyota says that while purchasing a Camry continues to be a smart and rational choice, the 2018 Camry now delivers the magic and excitement drivers crave.

These emotions are highlighted in the “Sensations” campaign, which compels drivers to love the new Camry for all the “wrong” reasons.  The campaign will cover multiple media channels, including broadcast, cinema, social, print, digital and out-of-home placements.

Rather than telling customers how it feels to drive the all-new Camry, this campaign shows them through impactful and evocative imagery that clearly conveys a specific feeling generated by some aspect of the Camry’s styling, safety, technology and performance. The goal of the campaign is to introduce people to an inspiring, more emotional, more exciting driving experience that will make every driver feel special.

The fully-integrated campaign was developed under Total Toyota (T2), the total market model that creates a cohesive marketing approach between Toyota’s agencies of record, including Saatchi & Saatchi, Conill, Burrell Communications and interTrend Communications.



“The launch of the next-generation Camry is incredibly important for Toyota, and we wanted to create a campaign that matched its excellence and the excitement of the new design. ‘Sensations’ perfectly conveys what people will feel driving the new Camry,” said Ed Laukes, group vice president, marketing, Toyota.

“Once again, our Total Toyota agency partners at Saatchi & Saatchi, Conill, Burrell and interTrend elevated our expectations and delivered an outstanding integrated campaign resonating with what Toyota envisions and what our owners will experience while driving the car.”

Eight broadcast spots were developed using multicultural insights aimed at a transcultural audience. The commercials highlight specific vehicle strengths while introducing customers to the emotions they will feel while driving the vehicle.

Four broadcast spots feature dynamic visual imagery along with legendary music hits meant to bring emotion to life and tell the story of the all-new Camry. In three spots — Thrill, Wonder and Indulge – the music of classic hits like Queen’s Don’t Stop Me Now, Roxette’s The Look and What a Wonderful World allow the vocals to act as an emotionally powerful narrative. In a fourth spot, Wild, the powerful sounds of Suzi Quatro’s Wild One drive an exciting new vision of how it feels to drive the all-new Camry. Every spot is supported by near-musical sounds recorded directly from the Camry itself.

Striking and Rebellious communicate the kinds of emotional highs the Camry can inspire, represented by high-octane beats and fast-action editing. Strut transforms a routine run for pizza with a cool slice of style. And Captivating captures the bond between parent and child as they discover together the thrill of the features in their new car.

In the “Sensations” digital campaign, users are invited to interact with the creative in combination with unique video content. Additionally, an interactive ad unit will highlight various features of the Camry by providing an auditory experience delivered to mobile devices.

When opened, users will be prompted to tap bubbles titled “rebellious,” “thrill,” “serenity,” among others, that take them into a series of interactive experiences with sound by a simple movement of the phone or finger on the screen. A different creative execution incorporates ASMR technology (autonomous sensory meridian response) — a tingling many people experience when listening to certain sounds — to magnify sensations, create rich sight and sound content and highlight the extraordinary features of the new Camry.